2. What is the relationship
between QGI + revenue gains
S There is nowadays, in reality, a link and causality effect
between the Global review index or the analysis of review
score and the revenue gains. Indeed, in the webinar thanks to
the statistics, we can see that when the review score increase
even of 1%, the demand increase by 13,5% so that represent a
real gain value for the hotel. And moreover, the price can
increase by 8% without affecting market share.= OTA study
S With reviewPro study, we can see that if the review score
increases of 1%, ther will be an average increase of 1% in the
RevPar
3. What person/position, in the hotel, is
responsible for analysis of pricing
changes based on quality index
changes
S The person in charge of anylising the prices changes on quality
index changes is the revenue manager but we can underline that
the RGI or the RevPar target and objectives are discussed by the
revenue manager and the senior VP in the case of Melia hotel for
instance.
S We can also underline the fact that the qualities requested for a
revenue manager now are changing and getting more and more
specific, specially for what is called the generation 3 of Revenue
Manager. Not only that they need to understand the reservation
but they need to become even more strategic and analytical.
S They need to understand how the quality penetration index have
an impact on the RevPar, the occupancy and the rates and how
this measurement index of the quality and review score will help
them to determinate the « policy » and strategy they should have
for their hotel for being more competitive on the market place.
4. What new measurement will be
used to measure quality scores to
revenue performance
S The new measurement is what is called the quality
penetration index or even Competitive Quality Index by
Reviewpro. It is in fact the position of the global review
index of your hotel by the average global review index of
competitors. So this is a measurement of the market share
regarding the guests satisfaction
S New= Global Review Index-My Hotel
Average Global review Index-Competitive
Set
5. Is ORM the Revenue Maximization
of the future? Yes - why, no - why
not
S This will definitly be the revenue maximization of the future because it takes
into account the reality of the guests satisfaction and the impact of the
satisfaction on the pricing and the revenue.
S Nowadays, you cannot measure your place on the market and define your
revenue management strategy just by the occupancy index, rate index..
hoteliers need to understand that by comparing your place with review scores
regarding to the competitors, you can apply a specific strategy that can help to
increase the occupancy, the gain and the pricing just by increasing the review
scores and then upgrade your place on the market place. Review metrics
must be intergrated as a key components of Revenue Management strategy.
S Moreover, hoteliers need to move their focus from an internal point of view (
as rate and occupancy…)to an external focus, define by consumer behavior
and the purchase logic.
S Managing the reputation online today is a key factor in the optimization of the
revenue.